Make audience specific recommendations, differentiate yourself from the competition, and provide new information. For example remarketing ads could show complementary products that an existing customer may need. If you’re targeting new users, feature positive testimonials and reviews to highlight your good reputation.

Make better use of audience targeting by addressing different stages in the buying cycle within your ad.

This is particularly important if you’re using remarketing. Your audience may wonder how you knew they were on your site or interested in specific products. Be upfront; link to a description of why they’re seeing your ads and how they work from your landing page. Showing a variety of ads helps minimize overly-specific targeting and repetition.

3. Tailor ads to your user

To drive better performance: personalize ads based on the product or service your audience would be interested in. If you’re remarketing to a user who browsed your site, match your ads to content they viewed. For example, if a user viewed a variety of smart phones, you could show ads promoting individual phones, phone plans, or phone accessories.

Not every site will offer every ad size and format – if you’re missing ad sizes you could be missing out on thousands of impressions. Remember, you want to reach your audience wherever they are online. Maximize your opportunity to reach your audience anywhere on a network and increase volume by utilizing all ad formats, text ads, and display ad sizes available.

We’d love your feedback. Let us know if this was helpful or how it can be improved at better-ads@google.com.